Blogging meets literary analysis: why people read blogs

Does a blog by any other name always read so sweet? Researchers use elements …

The rise of blogging clearly represents a significant social phenomenon, but studying it poses a challenge in part because defining a blog is not a simple thing. There have been a number of attempts to do so at the technical level, where the presence of material organized by time stamp or the existence of RSS feeds have been suggested as defining features. A group at the University of California-Irvine, however, decided to approach the question from the perspective of human-computer interactions, where the humans involved were blog readers. Mixing in a dose of literary theory provided some interesting insights into how readers view and define blogs.

The idea borrowed from HCI studies was a simple one: perform observations of actual users as they are interfacing with their computers. The observations took the forms of usage surveys, overseen reading sessions, individual discussions, and a single group discussion. Unfortunately, given the time-intensive nature of the work, the study population was small (20 subjects), and several of them did not participate in all aspects of the study. Attempts to log browsing habits didn't work out; the survey population was either savvy enough about privacy concerns to not install the logging software, or not savvy enough to manage a functional installation.

Still, the researchers were able to generate information about how readers interact with blog material. They argue that this can be as important as having information about the blogs themselves, citing the development of reader response theory in literary criticism. As applied to blogs, they state, "the reality and meaning of a blog exists neither solely in the blog itself nor solely in the reader, but rather in the reader’s active interpretation of, and interaction with, the blog."

What they found is that reading blogs has become a habit integrated into Internet use for many people, akin to instinctively checking e-mail. Several of the blog readers described it as simply a way to pass the time, using terms like "wasting time" and "doing nothing." One of them described it in terms of addiction: "I don’t really look forward to cigarettes anymore, but it's something that happens through the course of the day that I feel like I might need to do. It just becomes habit, I guess."

Given that attitude, a few of the other findings aren't much of a surprise. For one, the temporal structure of a blog is only important due to the role it plays in where stories appear on screen. People will tend to read the top ones first, and browse deeper only if they have time—if they don't, the deeper stories generally don't get read. A product of this is that few of the blog readers felt their habits contributed to a sense of information overload.

Despite this casual approach to content, blog readers take a number of aspects of the content very seriously. One example of this dichotomy is that a reader that can't be bothered to search for new blogs beyond the ones he currently reads, but still engages in offline activities based on what he's seen in the ones he does read.

One key feature for most users was a sense of community. Even though blogging is an inherently one-to-many activity, most readers felt a personal connection to the author. This could foster the feeling that the reader belonged to the community even in the absence of participation, and led those who did participate via comments to agonize over their content. Only one of the study participants said they enjoyed triggering flame wars; most of the others felt their comments were a form of appreciation for the blog author, and worked hard to make them insightful and cogent.

This produced a distinction between smaller blog communities and popular, news-focused blogs. These didn't produce the same sense of belonging, and readers tended to focus more on their content than their community. That result suggests that the blogging community will always have a long tail, as readers search for smaller places where they can continue to find a sense of connection with the authors.

The study's authors kindly provided Ars with a copy. It was presented at the Association for Computing Machinery's CHI Conference, and is available through their website.